Turn insurance into an asset, not an add-on

Help Clients understand how permanent life insurance can help protect their families and businesses today, while quietly strengthening their long-term returns and estate value.

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Position life insurance as an asset class

See how you can help Client power up their portfolios.

Life insurance can be much more than just protection

Many Clients may not realize they could be leaving money on the table

Help them see life insurance in a new light.

Life insurance as an asset class can

  • reduce portfolio volatility
  • enhance estate value
  • improve liquidity

With our new visual tool, show Clients clear benefits based on their unique situation.

Ready to help Clients power up their portfolios?

Download the resources now.

Rethinking life insurance as an asset class white paper

Sun Life's newly updated white paper, Rethinking life insurance as an asset class, empowers advisors to reposition life insurance beyond estate planning and into a powerful portfolio optimization tool.

Read it to:

  • See how permanent life insurance combines life insurance coverage with tax-advantaged wealth accumulation—a combination no other asset class offers.
  • Learn about Par insurance's exceptional stability, offering bond-like stability but often with superior long-term returns and tax efficiency.
  • Explore UL’s chameleon-like personality; it's adaptable from bond-like stability to equity-like growth, to unique combinations based on Client needs.
  • Show high net worth Clients and business owners how the tax-advantaged structure can help transform what would be a cost into a wealth-building asset—no additional risk required!
  • Discover evidence-based case studies across returns, liquidity, wealth transfer and tax efficiency.
Download now

Visualization tool

Our new visualization tool helps advisors demonstrate these permanent life insurance benefits to Clients in a concise and compelling way. Plug in the data and let the tool illustrate how Clients can benefit from including Par and UL insurance in their portfolio.

Use it to:

  • Shows how permanent life insurance could help reduce Clients’ asset portfolios’ volatility while maintaining favourable returns.
  • Helps illustrate tax-exempt accumulation and tax-free payouts on growth and death benefits.
  • Enhances advisor’s ability to highlight higher estate outcomes than traditional approaches.
  • Makes it easier to demonstrate meaningful liquidity access through policy loans, collateral strategies, and structured withdrawals
Download now

One-pager (advisor only)

Use this short document to help you position life insurance as an asset class.

Download the PDF

Case studies

See how Clients can benefit from including life insurance in their portfolio.

  1. Pete and Pam Power – $3M investment portfolio (downloadable PDF)
  2. Jean Guy – The newly liquid entrepreneur who recently sold his business with a $23M portfolio (downloadable PDF)
  3. Sam and Sarah Summer – Have a modest size investment portfolio of under $500k of investments (downloadable PDF)

Target audiences

  • Affluent, high net worth Clients
  • Business owners
  • Clients with excess income
  • Clients looking to maximize their estate’s value

Training

Email Ind.Tax.Solutions@sunlife.com for a walkthrough of the tool or personalized training.